London-based NFL team 'would give capital £100m facelift'

An American football team based in London would pump more than £100 million a year into the capital’s economy, a report reveals today.

The study claims having a major NFL club, complete with cheerleaders and support staff, play its competitive home games at Wembley would massively boost London’s sporting status.

Culture Secretary Sajid Javid hailed the report and said a British gridiron franchise would be a “great success”.

Chancellor George Osborne recently revealed his top-level talks with the NFL about bringing a team to London.

Today’s study by Deloitte found that the two NFL International Series Games played in 2013 contributed £32 million to London’s economy.

It estimated an expanded NFL series of four games at Wembley could generate £58 million — and having a team based in London, playing eight games at Wembley, would see the estimated economic impact soar to £102 million a year.

Deloitte’s head of sports business group Dan Jones said: “Our analysis demonstrates the impact the NFL International Series has on the London economy. It is a valuable addition to the capital’s calendar of major sporting events.”

The study, undertaken in partnership with the NFL and the capital’s official promotion group London and Partners, found that £68 million of the potential jackpot would come from spectator spend. A further £22 million would come from money spent by London’s home team, with the rest spent by sponsors, the league office, the entourage and media operation.

The study suggested the team and entourage would fly to the UK four times a year with two games taking place on each trip. In the meantime the team would have a permanent office in the capital to promote it.

Mr Javid said: “A British franchise would be a great success both on and off the field.

“If the NFL decide that the time is right to base a team overseas London and the UK will welcome it with open arms.”

London Mayor Boris Johnson said: “It is great to see American Football taking root in London and growing in popularity year-on-year.”

This year the capital is hosting three games for the first time. The first two have already been played and the final game is between Jacksonville and Dallas on Remembrance Sunday.

Mr Osborne told the Standard last week he had met NFL officials and pledged full Government backing to bring a team to Wembley.